News

Research says most shoppers are regularly 'webrooming'

May 13, 2014

Retail marketing firm Interactions has released its second Retail Perceptions trend report, "The Rise of Webrooming: A Changing Consumer Landscape." The report found that while showrooming, the process of researching in-store before buying online, remains popular among 76 percent of consumers, the emerging trend of webrooming, or researching online before buying in-store, is even more common, representing 88 percent of shoppers.

"Consumers expect retailers to be everywhere they are," said Giovanni DeMeo, Vice President of Global Marketing and Analytics at Interactions. "If retailers are not leveraging omnichannel marketing approaches, or not embracing the concept of 'everywhere commerce,' they risk an inconsistent customer experience, potentially reduced profits and diminished brand loyalty."

According to the report, the top reasons people research online before buying in-store include:

• 75 percent believe they can find the lowest price in-store;
• 72 percent prefer the online process for product comparisons; and
• 71 percent prefer the experience of researching online.

The report also highlights why people research in-store before buying online:

• 68 percent like to experience the product in person first;
• 48 percent believe they can find the lowest price online; and
• 41 percent prefer to seek help from in-store associates during their research process.